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Volume 22 No. 48
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Deals near on other branded areas at Fiserv Forum

The new Fiserv Forum is replete with a number of branded spaces to drive revenue and bring value to founding partners and other major Milwaukee Bucks sponsors.

Two of the arena’s four founding partners, BMO and Johnson Controls, have branded entrances. Founding partner Froedtert & the Medical College of Wisconsin has naming rights to the team’s practice facility adjacent to the arena, and fellow founding partner Miller Brewing Co. sponsors one of the arena’s four anchor bars.

Other branded spaces range from the kid-focused Kohl’s Court to the Coors Light Silver Bullet Suite (see list in previous story).

But also noteworthy are some high-profile arena areas still to be branded.

They include the Mezzanine Club that holds about 1,000 season-ticket holders, the 15,000-square foot Panorama Club on the top floor that is open to the public, and the arena’s outdoor plaza that the team is just beginning to program with events such as Oktoberfest and a Christkindlmarket set for the holidays.

The Bucks are even looking to sell a sponsorship to the player floor entrance that is near the members-only BMO Club.

It is likely that some of the unbranded inventory could be included as part of at least two more founding partner deals the team wants to sell.

“There is room for another couple of founding members,” said team president Peter Feigin. “There is no question that we could get another half dozen, seven-figure sponsors without even thinking about it.”

Feigin added that deals for the unbranded arena areas are close. “In the next four to six months we will be sold out of the traditional hard assets.”